What Are Google Search Ads?

Google Search Ads are paid advertisements that appear at the top of Google’s search results when someone looks for specific products or services. Unlike traditional advertising, search ads are shown only to people who are actively searching for what you offer, making them one of the most effective ways to reach bottom of funnel customers.

For example, if someone types “plumber near me” or “AC repair in Little Rock” into Google, your ad can appear above the organic (non-paid) results. This means you’re reaching potential customers at the exact moment they’re looking for your service.

How They Work

• Keywords: You choose keywords that match what your customers might type into Google.

• Bidding: Google runs an instant “auction” each time someone searches. You set a maximum bid (how much you’re willing to pay for a click), and Google compares it with other advertisers.

• Ad Rank: Google decides whose ad shows based on bid, ad relevance, and landing page experience. Higher quality ads often cost less per click.

• Cost-per-click (CPC): You only pay when someone actually clicks your ad. If no one clicks, you don’t pay.

Why They Work

• Highly targeted : Ads appear only when people search for services you offer.

• Local focus: You can target specific service areas (city, ZIP codes, DMA or radius around a focal point).

• Flexible budget: Even at lower spend levels, campaigns can generate valuable leads if keywords and targeting are set up correctly.

• Measurable results: Every click, call, or form fill can be tracked to see exactly what your budget is delivering.

Things to Keep in Mind

• Search ads work best when paired with a clear, user-friendly landing page (so customers know how to contact you right away).

• Competition in certain industries may drive up cost-per-click, so results can vary based on your market.

• Small daily budgets should focus on the most valuable keywords rather than trying to cover everything.